Colour is an extremely dominant tool of communication. It has a strong impact on human subconscious psychic. Colour has a psychology of its own and it is because of which it takes just 90 seconds for a human mind to judge and create an impression about anything that it sees. Research has made known that visual dynamics play about 92.6 percent roles when a consumer chooses to buy a product. (Source: Institute for Colour Research). It is colour which solely plays an eminent role in attracting or if I may say, catching a shopper’s visual sense. Did you ever realise, you tend you get attracted to a certain colour of outfit, when you are in a certain mindframe!?

“Life is like a rainbow. You need both rain and sun to make its colours appear.” -Unknown

Keeping this in mind that colour can have a key influence on how we feel and are significant element that helps us to decide on a product, choosing a particular colour for packaging of a product is an inevitable phenomenon.  Colour that elicit the most appealing and engaging emotion is here to stay. Marketers have therefore used certain colours to bring out different emotion.

Why is the rainbow a symbol of gay pride?

The rainbow flag was designed by Gilbert Baker. A symbol of LGBT pride, the rainbow colour has become widely recognized and has replaced other symbols like the Greek letter lambda and the pink inverted triangle.

“Colour is a power that directly influences the soul.” -Wassily Kandinsky

Did you ever wonder, what does Pantone Colour of the Year mean? OR why at all Living Coral is the colour of 2019. Forecasting or anticipating a particular shade of hue which is believed to become a trend for a year or two, is just not in the fashion empire where colour is the king: manufacturers in the automotive, interior decoration of a house, consumer goods, materials, and even food industries use colour forecasting from packaging aspect. Colours really helps us as shoppers and trust me you can never go wrong, if you pick a piece of attire which gives solace to your mind at that time.

“Mere colour, unspoiled by meaning, and unallied with definite form, can speak to the soul, in a thousand different ways.” -Oscar Wilde

Colour forecasting is an elementary part of a combined progression known as trend prediction or trend forecasting,  where individuals or teams attempt to precisely anticipate the colours that consumers will purchase. While there are timeless design principles that many design expert glue themselves to, using trending colours in designs allows us to be relevant and to-date. The psychology of colour can be a very complicated concept from business point of view. I mean, colour is an important element of design. Well we know that alraedy. But it relates and has a drastic association, with regards to packaging of a product. If anyone utters the word Coke, the immediate colour that comes in our mind is red. It doesn’t seem to be a surprise if I say that colour is a controversial aspect of packaging, branding and therefore marketing.

“The best colour in the how world is, the one thta looks good on you!” -Coco Chanel

Puja Mj

A corporate trainer by the day. A slow fashion campaigner, social media creator and a mindful lifestyle blogger by moonlight. Through her work in advocacy and environmentalism with non-profits like the Slow Fashion Movement and Remake, she has lead multiple campaigns in the landscape of sustainable and ethical fashion, establishing a robust outreach program for the global slow fashion community.